Durian has a great reputation in Thailand, it is called the "king of fruit". Chinese durian consumption is currently pushing economic growth in the Thai durian industry. Thailand is also one of the most favored destinations for Chinese tourists. Close to 10 million Chinese tourists visited Thailand in 2017.

Alibaba, one of Chinas largest e-commerce platforms, is currently exploring opportunities in this area. Ma Yun, CEO and founder of Alibaba, visited Thailand in April and met with the deputy prime minister of Thailand. The two agreed to cooperate in the online sales of Thai products, including durian. The growing demand for durian obviously affects Thai farmers. More and more farmers cut their rubber trees and plant durian instead.

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